NORTON BY SYMANTEC
Returning a Category Founder to a Leadership Position
Norton by Symantec is at the forefront of security software, protecting individuals and small businesses against today’s most aggressive threats with the Norton Security by Symantec product portfolio. However, Norton’s packaging, a vital marketing tool for the brand, felt generic and outdated. It didn’t support the brand’s premium offerings and caused confusion for retailers and consumers trying to understand the difference between solutions and tiers, working against local sales managers’ attempts to achieve retail goals. Additionally, Norton was producing 43 unique package form factors across its global markets.
Trinity helped Norton realize efficiencies of scale by developing a packaging strategy that met retailer needs in 153 countries with fewer than 10 package forms. We redesigned the package graphics to powerfully differentiate Norton Security from the competition, and used clear and effective messaging to differentiate between service offerings to make it easier for customers to understand what they were purchasing. The package redesign went beyond the stodgy software shelf, helping Norton to expand its presence throughout the entire retail environment.